The learning objective of this course is for students to obtain knowledge about how to structure and write a good (services) marketing article. Students learn to apply theoretical concepts and models to their research ideas. Furthermore, typical scientific research approaches are discussed and applied.

Description

Students learn how to determine the contributions of a paper, how to position a paper, and how to write up hypotheses. Students discuss papers on contemporary (services) marketing topics. Students need to study the assigned papers and discuss and expand on their content.

Literature

A literature list containing academic journal articles (Journal of Marketing Research, Journal of Marketing, Journal of Service Research, etc.) to be discussed in this course will be provided.

Prerequisites

Students should know the material covered in a regular services marketing course or a course similar to the 1st year Research master Business Research introduction course in marketing. They should also have knowledge obtained in marketing principles and marketing management courses as well as in a course on multivariate statistics.